Shopify Masters How Undefined Beauty Grew From Solo Startup to Major Retail Shelves
Jun 17, 2025
Dorian Morris, Founder and CEO of Undefined Beauty, discusses her journey in building a national retail brand centered on inclusivity and mission-driven values. She shares insights on evolving from CBD-infused products to adaptogens, driven by market feedback. The importance of collaboration is highlighted as she navigates from solopreneur to team leader. Dorian emphasizes the significance of community engagement, strategic retail placements, and balancing creativity with entrepreneurship while fostering relationships in the beauty industry.
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Solo Founder Launches Inclusive Brand
- Dorian Morris leveraged her extensive brand-building experience before creating Undefined Beauty in 2018.
- She launched the brand solo, self-funded without investors, focusing on inclusivity and conscious capitalism.
Deeper Dimensions of Inclusivity
- Inclusivity in beauty brands means more than diverse skin tones; it includes accessibility, affordability, and representation.
- Thoughtful inclusivity bridges economic and informational gaps, allowing historically excluded customers to feel seen and included.
Embrace Market Feedback Fast
- Avoid perfectionism and overanalyzing; release your product to let the market guide you.
- Pivot and evolve your offerings based on real customer feedback and market signals.